Product details

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Published by: INSEAD
Published in: 1999
Length: 14 pages
Data source: Field research

Abstract

Chemical Corporation of America (Chemco) is a US based oil chemical diversified corporation based in Houston, Texas. In 1994, the company's presence in Asia Pacific was limited: 11% of sales and 4% of assets. The case relates the efforts made by a corporate team, led by Bill Ruthven, to convince the board and the various business unit heads, to develop an ambitious strategy for the Asia Pacific Region. This effort has had a limited response and Ruthven is wondering what to do.

Teaching and learning

This item is suitable for postgraduate and executive education courses.
Industry:
Size:
USD14 billion sales
Other setting(s):
1994-1995

About

Abstract

Chemical Corporation of America (Chemco) is a US based oil chemical diversified corporation based in Houston, Texas. In 1994, the company's presence in Asia Pacific was limited: 11% of sales and 4% of assets. The case relates the efforts made by a corporate team, led by Bill Ruthven, to convince the board and the various business unit heads, to develop an ambitious strategy for the Asia Pacific Region. This effort has had a limited response and Ruthven is wondering what to do.

Teaching and learning

This item is suitable for postgraduate and executive education courses.

Settings

Industry:
Size:
USD14 billion sales
Other setting(s):
1994-1995

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